Bike Shop sets up residence at Selfridges
Selfridges London has transformed its Corner Shop into a bike emporium complete with state-of-the-art e-bikes, scooters and bicycles to address the coronavirus cycling boom.
The department store has partnered with Smartech, an innovation retailer, to launch the Bike Shop this week.
“There couldn’t be a better time to open The Bike Shop at Selfridges. As we emerge from lockdown, we’ve seen an increased focus on health and wellness, looking after the environment and, most importantly, safety. E-bikes speak to all these concerns, and customers can expect to find the ultimate edit of the most innovative brands of tomorrow, today,” said Rob Smith, head of partnerships at Smartech.
Indeed, figures have shown that Londoners are cycling more to avoid using public transport. According to Transport for London, Santander bike hire surged to record levels during May and national retailers have seen a rise in orders from those looking for a more isolated way to commute.
With the government planning to invest £2 billion to create “a new era for cycling”, the UK bicycle industry is set for a boom.
The Selfridges Bike Shop features e-bikes such as the Mate X, lightweight bicycles like the Vello and foldable alternatives like the Smacircle. The Superstrata Bike, which has been produced in a limited run of 500 units, is also available.
As part of Selfridges’ drive to create a more experiential shopping experience, visitors can get their hands on cutting-edge products like e-scooters, e-skates, unicycles and even an electric surfboard.
Performance activewear from cycling brand Rapha completes the edit, which will be housed on the department store’s ground floor until 16 August.
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